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Beam Backs Cruzan With New U.S. Campaign

May 13, 2013

Beam Inc. has unveiled a new marketing campaign for its Cruzan rum brand. Centered around a metaphorical “Island of The Don’t Hurry,” the campaign is kicking off with a tourism-style video, designed to explore the island’s laid-back and relaxing vibe. In addition to video vignettes, the Cruzan campaign will also include local market ads, retail extensions, digital and social media support, and a national sampling tour. The Cruzan rum brand, which features aged, high-proof and specialty extensions, as well as 13 flavors, was up 3.3% in the U.S. last year, to 750,000 cases, according to Impact Databank.

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